1. Thorough research before launching a campaign
Although we can technically advertise anywhere, every market has its own characteristics. Before spending a single euro in a foreign market, conduct thorough research:
- Keyword research — Get to know local search habits and expressions; word-for-word translation often doesn't work
- Average advertising costs — CPC prices can vary 3–5x between countries for the same keyword
- Competitor analysis — Study local competitors to identify opportunities and risks
- Platform preferences — Google is not the primary search engine or Meta the primary social platform in every market
Prior research ensures campaigns are better targeted and significantly more cost-effective.
2. Start small, collect data
Even if we're confident in the success of a product or service, it's worth starting with smaller budgets in new markets. Use this period to collect data that will allow you to scale campaigns later.
The goal of the first phase is learning, not scaling. This approach minimises risk while providing insight into what works in a given market.
Rule of thumb for the first test: Start with 10–20% of your domestic budget in the new market. This gives enough data for decision-making without taking on significant risk.
3. Local preferences matter
Just because a channel worked well in the domestic market doesn't mean it will perform the same abroad. For example, if Google Display ads were your main source of clients in Hungary, that doesn't mean they'll be the most effective in Austria — social media campaigns might bring the most inquiries there.
- Ad formats — Different formats perform better in different markets
- Communication style — Messages must align with local cultural norms
- Native-language copy — Machine translation is not sufficient; involving a native copywriter is strongly recommended
- Seasonal differences — Holiday seasons and buying habits may differ from the domestic market
4. Prioritise markets by ROI
If you want to advertise in multiple countries at once, rank markets by return potential. Focus first on those where the expected profit is highest, then expand further based on collected data.
Prioritisation criteria can include: market size, competition intensity, average basket value, conversion probability and advertising cost levels.
Summary: Global advertising is achievable
International advertising may seem complex, but with thorough research, targeted testing and data-driven scaling, measurable growth can be achieved beyond borders too.
I've worked in American, Norwegian, Danish, French, Icelandic and Swiss advertising markets, helping businesses understand and leverage the characteristics of each market. Whether launching international campaigns or optimising existing ones, I'm happy to help achieve the best results.